Performance
marketers
talk about the
opportunities
and challenges of
cross-platform
attribution
technology.

“In recent years, as our multi-device
world has gotten more and more complex,
I think we have seen a massive advancement of mathematical solutions attempting to provide attribution across multiple
touch points,” says Carol Hanley, chief
revenue officer for Santa Monica-based
startup TV Time, an app with about 1
million daily active users and a growing
database of that viewer behavior. TV Time
plans to sell that data to networks, studios,
and streaming video services with Hanley, formerly a Nielsen and Arbitron
(now Nielsen Audio) executive, leading the efforts.

“There are companies everywhere providing advanced
data management platforms
using AI to unlock a predictive technology that allows
us to understand not just
where a consumer was,
but more importantly
where the consumer is
going,” Hanley continues. “These advanced
analytical models have
gotten more precise
at attempting to